Platforms: native and web
Timeframe: 2023
Role: I served as the primary designer leading the project. I worked with our product owner and product manager to define technical requirements and worked through to QA with engineers.
As H-E-B Pharmacy we want:
- A self-service experience that relieves burden from the pharmacies.
- Digital management tools to reduce customer questions about the status of their prescriptions.
- To meet customer's expectations in management when comparing our services to competitors.
As a customer I want:
- Control as a primary caregiver in my household over all the prescriptions that I manage.
"Management" is defined as a primary account holder (an adult with an account) connecting their profile to that of another profile that they have prescription information for. The types of accounts that can be connected to are other adults as well as minors and pets.
The business priority was to ship minors/pets first due to minors/pets being the most common user story for management, the high volume of customer complaints, and the simpler technical feasibility for connecting to a minor/pet.
Road map and releases
We use a set of information approved by pharmacy legal and digital security to identify customer profiles with H-E-B Pharmacy. All the information can be found on customer's prescription bottle labels.
- First name
- Last name
- Date of Birth
- Rx# (unique prescription number)
- CORP# (unique store number)
Our A/B test compared two IA structures looking at where customers expected to find management tools within pharmacy settings. We also tested content choices for clarity with customers.
Method
- Unmoderated A/B user testing (counterbalanced)
- 5-8 minute test
- Remote interviews
- 10 H-E-B active pharmacy customers
- Finding 1
Participants find “Manage pharmacy profiles“ clearest.
Participants associate managing prescriptions with title “Manage pharmacy profiles” more than “Manage your household”
“Obviously the people listed on my profiles page could be members of my household, but they could also be like an elderly parent who does not live with me or someone like that. ‘Manage pharmacy profiles’ is stronger in that regard, it takes into account more situations of people that might be using this tool.”
- Age 27, Female - Finding 2
Most participants prefer option B (one-page) for the way information is organized.
Participant find option B requires fewer clicks to go through and the amount of information is better.
Some participants expect to manage prescriptions on the same page, instead of using separate links to redirect.
“You don't have to click on edit and go to another page to actually see what you can do. It's just on one whole page.”
- Age 27, Male
“I like it all being on one page, don't want to click or read a bunch”
- Age 49, Male - Finding3
Participants expect to have more clarity on what to expect on the settings page.
Some participants suggest to communicate more on what information you’ll find within setting page.
Some participants assume the account will go away as they delete the profile.
“I hope that if you delete them, there is some kind of backup with their info for future purposes. If you want to add them back.”
- Age 44, Male
“I would add more information as a summary in the one pager.”
- Age 34, Male
Design changes from testing
Switched from 2 page concept to 1 page.
More contextual content in the right-hand column.
More contextual information in the page subtitle.
Visually defined patient headers.
Design changes from Legal review
In order to comply with HIPPA, pharmacy regulations, and protect customer's PHI (protected health information) our design team regularly meets with both the pharmacy privacy office and digital security team.
Removed the ability for a manager to see other people who mutually manage the same profiles. Became more general with content about who manages who.
Add a profile flow
Diagram and select screens
Minors, pets, and adults
Respond to a request flow
Diagram and select screens
Adult connections only
Remove a profile flow
Diagram
Minors, pets, and adults
Metrics Overview
Data is from January 2025. Minor & pet management launched in fall 2023 and adult-to-adult management launched spring 2024.
Since the launch of the feature, we have had 60,000+ profiles added. These are primarily minors and pets. The small amount of profiles removed speaks to the feature being a helpful tool that users want to keep using.
Metrics to improve
Adult to adult management requires a response from the receiver of the request to approve the management. When responded to, the request is currently taking just under 2 days average, which is good. However, 76.6% of the responses are a denial of the request. Additionally, many requests are not getting responded to at all. Our team could explore opportunities to better message the receiver of the request via SMS, email, and push notifications.
As the largest feature I've led design on, I am proud of the way I was able to break down the daunting scope of the project and work with product to create phased releases. I got to work with content design, design research, engineers, product management, business stakeholders, SMS mass communication experts, pharmacy legal compliance, and digital security. Working with this many disciplines of experts forced me to pivot design directions a few times, but ultimately helped me to improve my soft skills in communication. Go team!
